She is candid, easygoing, worldly and relatable, armed with a magnetic personality and a megawatt smile. She’s fluent in English, Korean and French, the latter honed over two years living with her aunt in Switzerland, with an already formidable endorsement portfolio including Toyota, Samsung and Nike that will no doubt redouble after Tuesday’s triumph. Even the cattiest of snowboarding journos who slight her image as over-produced admits she overcomes any artifice with her athletic charisma. Behold the Beatlemania along the finish corral at Tuesday’s climax as throngs of supporters in full throat waved an even mix of South Korean and American flags. As the trade publication SportsBusiness Journal put it recently: “You’d be hard-pressed to create a more promising brand spokeswoman in a lab.”
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